The company said it has opened a shop-in-shop at Musinsa Mega Store Seongsu, which opened on the 24th, and is offering customized products tailored to different scalp conditions.
Musinsa Mega Store Seongsu is a large offline retail space where shoppers can experience fashion and beauty brands in one place, and it is positioned as a symbol of Musinsa Beauty’s push to expand offline touchpoints.
Through the new location, Dr.SEED is introducing its “custom care by scalp condition” concept in an in-person setting. The brand categorizes users’ scalp conditions by type and recommends matching products, aiming to help customers choose items suited to their needs.
At the Seongsu store, shoppers can find three lines tied to scalp types: the flagship Black Bean line, the Tea Tree & Lime line for oily scalps, and the Peppermint & Lemon line for dry scalps and dandruff concerns. Dr.SEED’s official online store also carries related items, including Black Bean shampoo, Black Bean scalp hair tonic, Tea Tree & Lime shampoo, and Peppermint & Lemon shampoo.
The signature Black Bean line is a scalp care range that uses black bean ingredients. It is designed as a three-step routine—shampoo, hair pack and hair tonic—for everyday use. On Dr.SEED’s official store, the Black Bean vegan hair-loss three-item set is introduced as a shampoo, hair pack and hair tonic bundle.
The Tea Tree & Lime line targets oil-heavy scalps, while the Peppermint & Lemon line is aimed at consumers with dandruff and other scalp concerns. The company said each line was developed with usability by scalp type in mind and designed for comfortable use after testing.
Store visitors can check products in person and receive guidance on configurations suited to their scalp condition and concerns. The company said the move is expected to broaden brand experience by offering offline trials to consumers who previously encountered the products mainly online.
“Noting that care methods can vary depending on scalp condition, we built our product lines accordingly,” a Dr.SEED official said. “Through this launch, we will expand touchpoints with consumers and increase opportunities for brand experience.”
Dr.SEED said it plans to run various promotions to mark its entry into Musinsa Mega Store Seongsu.
* This article has been translated by AI.
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